Moreover, we as consumers would suffer. While Do Not Track was conceived in order to protect consumers, it would actually make our time on the Internet a noticeably worse experience by forcing us to watch untargeted, annoying ads aimed at getting our attention (think “Lose Weight Now!”) versus receiving relevant ads that better align with our interests. It could take the industry back 12 years in terms of consumer experience with the DNT privacy notice pop-ups appearing with almost every click. And worse, Do Not Track puts us all on a path to paying subscription fees to visit sites that today we freely consume (thanks advertisers!).